Pengaruh Citra Merek dan Pemasaran Langsung Melalui Live Streaming di TikTok terhadap Keputusan Pembelian Produk Skincare

  • Hardining Estu Murdinar Universitas Nahdlatul Ulama Blitar
  • Sandi Eka Suprajang Sekolah Tinggi Ilmu Ekonomi Kesuma Negara Blitar
  • Nunuk Latifah Akademi Komunitas Negeri Putra Sang Fajar Blitar
https://doi.org/10.46510/jami.v5i2.291
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Keywords: Brand Image; Keputusan Pembelian; Live Streaming Marketing

Abstract

Tujuan. Tujuan penelitian ini adalah menginvestigasi dampak Brand Image dan pemasaran melalui live streaming di TikTok efektif dalam mempengaruhi konsumen untuk memutuskan pembelian produk Skincare secara simultan.

Material dan Metode. Pendekatan kuantitatif deskriptif digunakan sebagai metode dalam penenlitian. Sampel diambil dari populasi mahasiswa melalui purposive sampling sejumlah 134 sampel. Data dikumpulkan dan diukur dengan skala Likert yang kemudian diolah menggunakan SPSS versi IBM 21. Hasil pengolahan data dianalisa dengan metode regresi linier berganda.

Hasil. Temuan dari penelitian ini menunjukkan adanya pengaruh positif Brand Image yang menggunakan platform Live Streaming di TikTok memberikan pertimbangan yang efektif konsumen dalam mengambil keputusan untuk membeli produk Skincare.

Kesimpulan. Brand Image produk Skincare mempunyai dampak positif dalam mempengaruhi tingkat kecenderungan konsumen untuk membeli produk, didukung promosi yang dilakukan melalui TikTok

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Published
2024-12-31

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How to Cite
Estu Murdinar , H., Eka Suprajang, S., & Latifah, N. (2024). Pengaruh Citra Merek dan Pemasaran Langsung Melalui Live Streaming di TikTok terhadap Keputusan Pembelian Produk Skincare. JAMI: Jurnal Ahli Muda Indonesia, 5(2), 183 - 188. https://doi.org/10.46510/jami.v5i2.291
Issue
Vol. 5 No. 2 (2024): Desember 2024
Section
Articles

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